On January 30, Microsoft launched a 56-second advertisement for its Surface laptop, which users did not realize was partially AI-generated until it was disclosed later. The ad, highlighting features like touchscreen capability and battery life, was assembled in just a month, significantly faster than traditional methods. Microsoft leveraged generative AI tools to streamline the creative process, saving an estimated 90% in both time and resources. The design team noted the integration of human-generated footage to make up for AI's shortcomings in creating detailed motion sequences.
"With a small budget and a tiny amount of time, we were able to accomplish in a month what would have traditionally required exponentially more resources," Brian Townsend stated.
"The team started the process by using unspecified AI tools to create a script, storyboards, and a pitch deck."
"AI allowed the team to cut down the time and expense required to create the ad, putting it together in just a month."
"They decided to use some human-created shots to fill in the weaknesses of AI-generated shots, capturing intricate movement manually."
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